Data exclusions are a tool in Google Ads that help you reduce the impact of conversion tracking issues in Smart Bidding. Since Smart Bidding uses conversions and conversion value data to help meet your goals, reducing the impact of the issues may maximise your Smart Bidding performance. This article explains data exclusions, how it works, as well as the steps to add data exclusions.
Note: Data exclusions aren't supported in hotel and travel campaigns.
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How data exclusions works
Data exclusions is an advanced tool that helps you inform your Smart Bidding strategy of an issue with conversion data, to help reduce the impact to performance.
Conversion issues that may affect Smart Bidding include anything that causes reported conversions or conversion value in Google Ads to be incorrect. Some common issues include:
- Tagging issues
- Website outages
- Data import issues
Example: If a tag was accidentally removed from your site, Google Ads may not have tracked your conversions. You can exclude the data affected by the missing tag to help minimise the performance impact that this sudden drop in conversion reporting may have on Smart Bidding. Note that applying a data exclusion doesn’t guarantee that your campaigns won't experience performance fluctuations.
Data exclusions for Smart Bidding are available for Search, Display, Shopping and Performance Max campaigns.
About data exclusions
Data exclusions can only be used with conversions and conversion value-based Smart Bidding strategies. Below are the key points to know when using data exclusions:
- Data exclusions apply to clicks: Your data exclusions must exclude clicks that could have had affected conversions attributed to them. When these clicks are excluded, the associated conversions are also excluded.
- Data exclusions apply to most campaign types: If you applied an exclusion for the entire account, conversions for Search, Display, Shopping Network and Performance Max campaigns will be excluded.
- Data exclusions aren't supported in Hotel campaigns.
- Data exclusions don’t affect conversion reporting: Data exclusions only affect the data that Smart Bidding uses. You can still find these excluded conversions in your reports.
- Data exclusions applied for past dates should see performance fluctuations begin to stabilise after a few days. In the event that a week or more of clicks are impacted, performance fluctuations may persist for 1–2 conversion cycles. In the meantime, it’s recommended that you adjust CPA or ROAS targets to achieve desired performance while ensuring budgets are set to acceptable levels.
Note: It’s generally not recommended to backfill data, even when there was a data outage, as this can have a direct impact on your Search and Shopping bidding performance. In cases where a data exclusion was set during the period, backfilling is possible for reporting purposes but only after waiting for a minimum of 5 days after the data exclusion was applied. In this case, removing the data exclusion is not advised.
Add data exclusions
- Go to Adjustments within the Tools
menu.
- Select the Exclusions tab at the top.
- Select the plus button
to add a new data exclusion.
- Next to 'Settings', enter a name and description.
- Enter the start date and time and end date and time for the data you’d like to exclude. Since conversions can be attributed to clicks in the past, select a date range that accounts for the typical conversion delay.
- Next to 'Scope', select campaigns and devices for this adjustment. You can select individual campaigns to exclude or the entire account.
- Select devices to exclude. For example, the conversion issue may only have affected mobile tracking.
- Select Save.
- Select Create data exclusion.
- Note: Data exclusions may change how your bid strategies perform. Before you create an exclusion, confirm that the information is correct.
- Data exclusions can be applied at the manager account (MCC) or sub-account level. The start and end times are based on the account's time zone.
menu.Tip: When you apply data exclusions, you can set your campaign budget closer to its historical spend for a few conversion cycles to avoid spending more than what you're comfortable with.
Best practices
For best results, review the guidance below when applying data exclusions. While data exclusions can help reduce performance fluctuations associated with bad conversion data, performance fluctuations should still be expected.
- Apply exclusions quickly: Whenever you identify a conversion data issue, apply data exclusions as soon as possible.
- Allow for stabilisation: For past date exclusions, performance should begin to stabilise after a few days.
- Plan ahead: If you know there will be a problem (like outages or scheduled site maintenance), set data exclusions ahead of time. These usually take effect within a day.
- Avoid frequent or extended use: You shouldn't use data exclusions frequently or for prolonged periods, as this can negatively impact Smart Bidding performance.
- Expect persistent fluctuations: If a week or more of clicks are impacted, performance fluctuations may continue for 1–2 conversion cycles.
- Adjust targets and budgets: After applying a data exclusion, adjust your CPA or ROAS targets to achieve desired performance and ensure that budgets are set appropriately.
- Consider conversion delay: Exclusions work on clicks. Think about how long it takes for a click to become a conversion and exclude all days with clicks that might have issues. Try to exclude at least 90% of the clicks with issues.
- Account-level application: Data exclusions can be applied at the manager or sub-manager account level. Start and end times are based on the account's time zone.
ExampleIf uploads had issues from 15–18 October and conversion delay is 5 days, apply the exclusion as soon as possible for 10–18 October to cover all the clicks that might have issues.
- Don't undo exclusions: Even if you want to go back and fix the inaccurate conversion data, don't remove data exclusions that you’ve already applied, as this can cause more issues.
- Recommended for outages: We recommend data exclusions for conversion data outages, including conversion tracking issues or conversion upload issues.
ExampleBroken tracking, tags in the wrong place or when you can't upload offline conversions.
- Backfills: It’s generally not recommended to backfill data, including in the case where there was a data outage, as this can have a direct impact on your Search and Shopping bidding performance.
- In cases where data exclusion was set during the period, backfilling is possible for reporting purposes. Apply a backfill 5 days after the data exclusion was applied.
- In this case, removing the data exclusion is not advised.
- Temporary bid or spend drops: If you have a conversion problem and use data exclusions, bids and spending might temporarily drop. To fix this, you can lower your ROAS. Once the exclusion takes effect, bids will quickly adjust to optimal levels. Remember to readjust your target ROAS to prevent overspend.
Data exclusions: Do's and don'ts
Do's
- Apply data exclusions as soon as a conversion data issue is identified.
- Proactively set exclusions for known future outages.
- Adjust CPA or ROAS targets and budgets after applying exclusions.
- Exclude at least 90% of clicks associated with impacted conversion data, considering conversion delay.
Don'ts
- Don't use data exclusions frequently or for extended periods.
- Don't remove a data exclusion after it’s been applied.
- Don't backfill data as it can negatively impact bidding performance. If you need to apply a backfill for reporting purposes, wait at least 5 days after the data exclusion was applied.
